Abstract
Purpose“Idol pilgrimage tour” is a popular trend among young Chinese fans who travel for idol-related purposes, engage in interactive events and have co-created experiences at destinations. With the growing market size of fan economy, fan tourists generate significant revenue for the local. However, many destinations have not fully utilised this opportunity, and there is a lack of research on this niche form of tourism. This research was undertaken to address this research gap.Design/methodology/approachThis study adopted an idol worship–motivation–co-created experience–tour satisfaction–destination loyalty framework in the context of idol pilgrimage tours. In addition, this study investigated the direct influence of idol worship on the other four constructs. Data were collected from 354 Chinese fans who had such experience through online questionnaires. The partial least squares–structural equation modelling technique was used to examine the research model.FindingsIt was demonstrated that idol worship has a direct influence on motivation, co-created experience, satisfaction and loyalty and that there is a positive relationship between motivation, co-created experience, satisfaction and loyalty. The results advance the brand sacralisation literature by studying worship in a tourism context and contribute to interactive marketing literature by clarifying the interactive mechanism between relationships among the idol, fans and destinations. The study suggests some practical implications for destination management organisations attempting to target tourist fans.Originality/valueThis is the first study introducing the concept of the idol pilgrimage tour. Empirical results of this study reveal the underlying mechanism of how idols influence fans' travel-related psychology and behaviour.
Reference92 articles.
1. Integrating spirituality in tourism higher education: a study of tourism educators' perspectives;Tourism Management Perspectives,2020
2. Marketing Kerala in India as God's Own Country! for tourists' spiritual transformation, rejuvenation and well-being;Journal of Destination Marketing & Management,2019
3. The sacred and the profane in consumer behaviour: theodicy on the Odyssey;The Journal of Consumer Research,1989
4. Bonafide Research (2022), “Dominated by Asia-Pacific, the global fan market is expected to reach USD 28.05 Billion by 2026 with the CAGR of 4.03% – Bonafide Research”, Globe Newswire, available at: www.globenewswire.com/en/news-release/2022/04/01/2414607/0/en/Dominated-by-Asia-Pacific-the-global-fan-market-is-expected-to-reach-USD-28-05-Billion-by-2026-with-the-CAGR-of-4-03-Bonafide-Research.html (accessed 15 January 2023).
5. Experience film tourism: authenticity and fellowship;Annals of Tourism Research,2010
Cited by
2 articles.
订阅此论文施引文献
订阅此论文施引文献,注册后可以免费订阅5篇论文的施引文献,订阅后可以查看论文全部施引文献
1. Value Co-Creation on TV Talent Shows: Cases from Mainland China, Taiwan and Hong Kong;Journal of Theoretical and Applied Electronic Commerce Research;2024-01-31
2. Pilgrimage Tourism in Hong Kong?;Prospects and Challenges of Global Pilgrimage Tourism and Hospitality;2023-08-29